BEAUTY CARE

Evofem announces distribution deal with Duane Reade

BY Allison Cerra

SAN DIEGO Evofem, formerly Instead Healthcare, will begin distribution of its feminine hygiene product to Duane Reade stores.

The Instead Softcup, an alternative to pads and tampons, is a disposable menstrual cup made from a nonabsorbent, nonirritating plastic that has been used for more than 20 years in medical devices and contains no latex.

“Evofem’s distribution with Duane Reade, such a trusted brand name in metropolitan New York, makes the Softcup easily accessible to the largest consumer market in the United States,” said the company’s EVP Daniel Pike. “We are thrilled to be able to make the Softcup more convenient and accessible to the women of New York. This aligns with our mission to provide women with greater freedom, comfort and control of their reproductive and sexual health and sets us up to broaden our reach even further, with planned distribution in more than 30 countries over the next few years.”

In related news, Evofem announces plans to seek clearance from the Food and Drug Administration to market and sell a modified version of the Softcup as a fertility aid.

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Burt’s Bees natural toothpaste hits store shelves

BY Antoinette Alexander

NEW YORK Natural personal care company Burt’s Bees has introduced a line of Burt’s Bees natural toothpaste.

The line now is on the shelves in major retailers including CVS, Walgreens, Target and Walmart. The toothpastes, which have a suggested retail price of $4.99 each, are available with or without fluoride and fall into three different platforms:

  • Adult multicare formulas: Multiple benefits to naturally care for teeth and gums and a peppermint flavor
  • Adult whitening formulas: Added whitening power to naturally brighten teeth in two weeks and a peppermint flavor
  • Kids’ formula: Natural berry and orange flavors and colors.

The toothpastes are SLS-free and do not contain artificial colors, flavors, preservatives or sweeteners. According to the company, they are the first and only natural toothpaste line of products to be certified by the Natural Products Association.

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Clean & Clear shows off Finishes Collection at Gen Art event

BY Antoinette Alexander

NEW YORK Clean & Clear, a skin care brand by Johnson & Johnson Consumer Products, has unveiled its new Finishes Collection and kicked off a designer dress competition with arts and entertainment organization Gen Art.

At the Gen Art Fashion Alumni Celebration on March 16 the brand set up a “Skincare Station” where guests could receive a personalized skin care consultation and take home a gift bag filled with Clean & Clear Finishes.

The new Finishes line is designed to give teens the perfect finish to their daily skin care regimen. Designed specifically for young skin, the oil-free line of cleansers and a pore perfecting moisturizer is infused with skin-perfecting minerals.

All teens who visit discover.genart.org, which will also serve as a social networking community, will have the opportunity to weigh-in on their favorite entries and become “best friends” with the designer. A panel of judges, which includes members from Gen Art, Clean & Clear and Seventeen magazine, will review the top users and will choose a winner based on originality, style, relevance and overall creation. The winner prom dress will be put into production and will be showcased in June at grand finale event in New York. The winning designer will receive $5,000 courtesy of Clean & Clear.

In addition, teens who visit Seventeen.com/StartToFinish can enter a sweepstakes for a chance to win the dress from the designer competition.

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